Luxury brands are, by nature, a selective breed, reports Event Marketer. The materials or ingredients that comprise their products are meticulously curated, their affluent target is limited and, in many cases, the experiences they execute are intentionally few and far between. Why, then, shouldn’t these brands be just as judicious when it comes to choosing an event venue?
It’s the thought process that a number of luxury retail and lifestyle brands have adopted as of late, ushering in an era of glamorous, mansion-based experiences that evoke the swanky hotels and over-the-top party houses popularized by sponsors of the Coachella Valley Music and Arts Festival. From differentiating themselves among competitors, to showcasing their luxe products in context, these companies are capitalizing on the strategy, and elevating their brands along the way.